Amstel signals millions of on-trade spend

Heineken is set to spend millions of pounds to activate its Amstel lager in the on-trade as part of a £7m advertising campaign featuring actor Jeff Bridges, which launches today.

Later this year, Heineken will use the brand’s activation to attract more consumers to the pub with a message of ‘togetherness’.

Nic Casby of Heineken UK

Beer brand director for Heineken UK Nic Casby told The Morning Advertiser​: “This platform for the new marketing campaign is built around building more memorability.

“We want to make it the brand that’s most talked about in 2019 – and over the next few years. It’s well-liked, but it could be higher.”

Bigger campaign in the summer​

Casby continued: “There’s a bigger campaign in the summer for pubs and bars which will support that as well and that’s the start of the journey that will walk the walk.

“It will be rooted in the community and based on bringing people together and driving people into the pubs and reminding consumers about the importance of people nearby and seeking to make close friends and your nearest and dearest.

“It’s part of the £7m campaign,” he added. “The good thing about what we’re doing is we’re going to be supporting pubs and bars with how to do it – and local ambassadors and influencers and local advertising will help drive people into the pubs.”

The campaign will encourage consumers to focus on their similarities, instead of their differences, he added.

Grown in the UK​

Amstel is currently available in 17,000 outlets in the UK and has grown in the on-trade at 20% off-base, and is also the best-selling premium draught lager in London, added Casby.

The brand is positioned as a mainstream premium entry-level lager, which is a growing category.

“We see the mainstream lager category is in decline,” said Casby, “but the mainstream premium brands – the likes of Amstel, Stella and San Miguel – are in growth.

“The likes of Birra Moretti and brands like Amstel are feeding customers that want an entry-level beer that is also premium.”